MUMBAI: The television trade event MipTV which takes place next month in cannes, France has announced that Heineken will receive the 2nd annual MipTV Brand of the Year Award which will be presented in Cannes 2 April 2012.

As part of MipTV‘s Branded Entertainment Programme which runs 2-3 April, sponsored by Ogilvy And Mather, Europe‘s largest brewer Heineken has been selected to receive recognition for its commitment and innovation in the field of branded entertainment. The MipTV Brand of the Year Award will be presented to Heineken Brand senior director, global Cyril Charzat .

Through its new ‘Open Your World‘ strategy in branded entertainment, Heineken® is creating engagement in areas that are at the centre of its core consumers‘ lives.

Branded Content Marketing Association CEO Andrew Canter who is also the head of the Brand of the Year Award selection jury said, "Heineken has demonstrated leadership through compelling engagement in producing various kinds of high-level branded content in areas including Music, Football, Design and Social Media, and in particular through its international Open Your World strategy in branded entertainment."